The impact of relationship marketing on reinforcing corporate brand, identity and reputation: An analysis of five sports cases

Ergun Gide, Riad Shams

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

A multi-case study research has been conducted on five grown sport cases to realise how they have been utilising RM to reinforce their corporate brand, identity and reputation in the aim of gaining competitive advantage. The aim of the research was to identify the RM perspectives for reinforcing corporate brand, identity and reputation from the RM practices of the cases. Eleven RM indicators, which are actually various RM perspectives that an organisation can employ to enhance competitive advantage, are found in the research. The findings of the study ascertain the analysed RM indicators and the subsequent competitive advantages that an organisation could gain by utilising these RM indicators to reinforce corporate brand, identity and reputation. Therefore, these RM indicators are established for marketers to reinforce corporate brand, identity and reputation.
Original languageEnglish
Title of host publicationBook of Proceedings: Brand, Identity and Reputation: Exploring, Creating New Realities and Fresh Perspectives on Multi-Sensory Experiences
Subtitle of host publication7th Global Brand Conference of the Academy of Marketing's Brand, Corporate Identity and Reputation SIG; April 5th – 7th 2011, Said Business School, University of Oxford, UK
Pages59-62
Publication statusPublished - 2012
Externally publishedYes
Event7th Global Brand Conference of the Academy of Marketing's Brand, Corporate Identity and Reputation SIG - Said Business School, University of Oxford, UK, Oxford, United Kingdom
Duration: 5 Apr 20117 Apr 2011

Conference

Conference7th Global Brand Conference of the Academy of Marketing's Brand, Corporate Identity and Reputation SIG
CountryUnited Kingdom
CityOxford
Period5/04/117/04/11

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